Why are Amazon reviews so important
Reviews on Amazon affect the size of your sales as well as proper SEO listing. They directly affect the following indicators:
the visibility of your product on Amazon; your listing's click-through rate (CTR) in SERPs; the conversion rate of your ad and listing in general. Let's start with the visibility of your product in the search results. Type “toaster” into Amazon and you will most likely see the following picture: ad units and recommendations of Amazon brands are placed first, followed by models with the most reviews .
In the search results, right behind the ads and brands of Amazon itself, as a rule, the products with the most reviews are presented. How to get more reviews see here.
Never think that Amazon is a simple and transparent selling system. No. This is a marketplace whose well-defined algorithms are focused on maximizing profits (primarily for yourself). Therefore, it is quite natural that products with a large number of reviews will be higher. A lot of reviews - it is more likely that such a product will be bought again and the marketplace will again earn on a percentage of the sale.
As for the clickability of the listing: look at the same screen. Which listing is the buyer most likely to switch to? On the one with 95 reviews or where there are 5000+? Of course, on the second, and if there is any doubt, then here is another portion of the statistics.
95% of buyers read reviews before making a purchase; 91% of online shoppers perceive reviews as a personal recommendation; Only 6.2% of Amazon visitors answered that they do not trust reviews on the marketplace at all. We will talk about trust a little later, but as for click-through, you can remember your behavior on the same Rozetka or other large online store. Even if you came for a specific product model, and there will be another one nearby, with a much larger number of positive reviews and similar characteristics, won’t you stop by to read what buyers write about it?
The psychology of the consumer to a large extent depends on the so-called. “tribal mentality” and social proof. Reviews are just such evidence - since someone has already bought this product, tested it and was satisfied, then most likely I will like it too.
As far as conversion rates go, those Amazons who are actively involved in PPC advertising will confirm that as the number of reviews increases, it is possible to effectively reduce the ACoS in advertising (the average cost of selling a product from advertising, calculated as the ratio of advertising costs to sales revenue with advertising). Why? Because the listing conversion is growing. Buyers from advertising go to the listing, where they see positive reviews and buy the product.